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mr
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Geographic Segmentation identifies and analyses different geographical units such as regions, municipalities, cities or neighbourhoods which make up a market. (Kotler, 2006)
Disaggregating Sydney’s households into sub-regions, relatively fewer of the lower consuming households are found in the Eastern suburbs. In fact ‘half of the top 2.5% of household water consumers live in higher socioeconomic suburbs such as Coogee, Paddington, Rose Bay and Clovelly.’ (Troy, Holloway and Randolph, 2007) Demographic segmentation consists of identifying which variables – such as income, age, family size, religion and ethnicity are relevant for identifying and analysing the market. (Kotler, 2006) There is an explicit correlation between income and Sydney’s household domestic water use. As exhibited through the comparison between Figure A and Figure B, the more affluent the household, the more water they tend to consume. The considerable disparity between the water consumption of Sydney’s rich and poor is also evident. In 2003 the top 2.5% of domestic water users consumed more than 21 times that consumed by the lowest 2.5%. (Troy, Holloway, Randolph, 2007). There is also a correlation between family size and the pattern of domestic water consumption in Sydney, however this is counterintuitive. When comparing Figure 1 to the maps above, it becomes evident that single parent families use water less than two parent families. This is attributable to an economy of scale, e.g. the same am...
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